Why your email lead magnet isn't working
Episode 13720th April 2022 • Courageous Content with Janet Murray • Janet Murray
00:00:00 00:08:15

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IMPORTANT: THIS TRANSCRIPT IS AUTOMATICALLY GENERATED. WE GIVE IT A QUICK CHECK THROUGH BUT WE DON’T CORRECT EVERYTHING AS IT’S INTENDED TO HELP YOU FIND PARTS YOU WANT TO LISTEN TO AGAIN - NOT AS AN EXACT TRANSCRIPT. SO THERE MIGHT BE A FEW QUIRKY WORDS/PHRASES HERE!

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If you're struggling to get sign-ups for your email lead magnet, you may think you need new list-building strategies. Actually the opposite is often true. It's typically because you haven't nailed the basics. I'm Janet Murray. I'm a content and online business strategist. And I have launched dozens of lead magnets. Over the years. In this episode of the courageous content podcast, I'll share three things that might be responsible for low sign-ups for your email lead back there and what you can do about it.

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The first thing you need to know is that most business owners don't promote their email lead magnets anywhere near enough. Typically they added to their websites, publish a few social media posts and maybe email my list. When they first launched a new lead back, then, then rarely ever mentioned again, you may not want to hear this, but if you're serious about growing your email list,

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you need to promote your lead magnet. Every single day, there are so many ways to promote a lead magnet. So here's some things you can implement today to increase signups. So first off, and these are beginner or low tech strategies, you could add a link to your lead magnet in your email signature creates a promotional image for your social media headers.

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Add a link to your social media bios schedule, regular social media posts about your lead magnet. I would recommend at least three a week publish an article about your lead magnet on LinkedIn. And you could pitch yourself as a guest speaker. So for example, on other people's podcasts, Facebook lives, Instagram lives and give the link to sign up for your lead magnet as your call to action,

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some more advanced strategies that do involve a little bit of tech. You could of course, email your list and invite them to sign up for your lead magnets and not just the ones you could add, a popup to your websites that when people visit, they will be invited to sign up for your website. You could create a promotional banner for your website about page,

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which is typically the most visited page on your website. You could use Pinterest to drive more traffic to your lead magnet on your website, and you could start investing in Facebook advertising. However, if you are thinking of investing in Facebook advertising, please listen carefully to the third point I raised in this podcast episode. If you're struggling to get sign-ups for your email lead magnets,

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the first thing I think you should do is increase your marketing efforts for 30 days and see what happens. This will provide you with data that will help you work out whether your lead magnet is the problem and more on that later, or you're just not promoting it enough. Another reason people may not be signing up for your email lead magnet, or certainly not enough people is poor user experience.

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So if sign-ups for your email lead magnet, are low set aside 30 minutes to walk through the signup experience, again, both on mobile and desktop and see if you can identify any problems, how easy or difficult is it for someone to sign up to your lead magnet? How likely are they to get bored or distracted partway through the process? The kind of things you want to look out for are texts that's too small or too large to bead too much text,

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no pictures on your landing page or pictures that are blurry or pixelated, a signup box that is too far down the page. And this can be a particular problem on mobile where the view can be different. If people have to scroll down too far, they may lose interest before they get to the signup box. You might have a signup box that doesn't work,

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or it doesn't work very well on particular browsers. So it also test it out on different browsers. It could also be that your call to action is confusing. So people don't know what they actually need to do to sign up for your freebie. So test this all out for yourself. It's probably also a good idea to ask a friend or family member to do it.

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Someone who is completely independent and may spot things that you don't. And finally, if you are not getting many signups for your email lead magnet, it could be because it's just not very compelling. Remember that in order for someone to give you their email address, they really have to want your free resource. They have to take the time to stop what they're doing to head over to your landing page and to give you their email address and possibly other contact details.

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People don't do that unless they think your resource sounds really compelling unless they think it will solve a problem for them, give them a quick win. And that's exactly what a compelling lead magnet does. It solves a very specific problem for a very specific person and it delivers a quick win. The biggest mistake people make with lead magnets is making them too broad.

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So for example, people will create lead magnets, entitled things like five self-care tips or workout ideas for women over 15. And when it comes to lead magnets, something you think is niche. For example, workout ideas for women over 50 actually might be freely available all over the internet. So if you think it's niche, you need to get even Nisha.

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I'm not even sure that that is a word or phrase, but you know what I mean? So for example, instead of creating a lead magnet that contains workout ideas for women over 50, you want to be looking at something more like workout ideas for women over 50 with osteoarthritis. So I hope you found that useful and it's helped you to diagnose where the problems might be.

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Where's your lead magnet. And I have to say in my experience, it's often not just one, it's usually a combination of all three. If you'd like some help with creating a lead magnet to grow your email list or to revive one that isn't working particularly well for you at the moment, I do have something for you because on April 29th, so that's 2022.

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If you're listening in the future, I'm running a day long online event, it's called creates your lead magnet in a day. And it's a one day online event that will give you the accountability to get your lead magnet created in a day. You'll get content templates for your lead magnet and promotional resources. So you know exactly what to create and when to create it,

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you'll get a ready-to-go launch strategy. So you don't waste time creating a lead magnet that doesn't deliver results for what your business. And you'll also get tech guidance and troubleshooting. So you can figure out the easiest way to deliver your lead magnet. And no, you don't need fancy email marketing software to build your email list. I've talked about this in many previous episodes and when you might want to listen to is do you need an email list to launch an online course,

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I'll put a link to my launch your email lead magnet in a day event in the show notes. And if you're listening after that time, there is a very good chance that you will be able to access the recordings. So do head over to the link anyway, as you may still be able to benefit.